The Kansas Beef Council (KBC) had a strong presence at the 2026 UNBOUND Gravel race event in Emporia, engaging with more than 1,500 attendees through an interactive booth experience.
Visitors were invited to spin a prize wheel for a chance to win beef sticks, totes and other branded items, which drew consistent traffic and created natural opportunities for meaningful conversations. KBC staff used those moments to educate riders and fans about how ranchers care for their cattle and the land, including the Flint Hills, which served as the backdrop for the race.
Beyond land stewardship, KBC highlighted the importance of nutrition and post-race recovery, reinforcing beef’s role as a high-quality protein source for fueling athletic performance. The conversations resonated with an audience of endurance athletes who understand the demands of proper nutrition firsthand.
The collective impact of these touchpoints underscored why the beef checkoff continues to invest in consumer education initiatives. By meeting people where they are, KBC demonstrated the relevance of beef nutrition and the broader story of Kansas beef production to a highly engaged and active audience.